Moz is a Seattle software company, founded in 2004 as SEOmoz and now part of the Ziff Davis group, that sells SEO tools: the Moz Pro suite (from $49 a month, about £37), Moz Local for business listings, STAT for rank tracking at scale and the Moz API. In the UK it's searched for mostly because of Domain Authority, and the UK is one of the few markets where Moz's data is complete: search volumes come as a single number and Moz Local supports UK listings (source: Moz's official documentation, checked on 10 October 2026).
Search "moz" on Google from a phone in the UK and, today, the related questions include "What is the country name for Mozambique?". One of the ten results is in Dutch.
Search "moz seo" and it gets better. But not by much.
On 10 October 2026 we opened the 10 independent results Google UK shows for "moz seo" in its first four pages: three still describe a Premium plan that no longer exists, two present Open Site Explorer, a tool Moz retired in 2018, as current, and six talk about a 30-day free trial, which Moz's product comparison page now gives as 7 days.
Does that matter, if the suite is the same?
It matters because none of the ten answers the questions that count for anyone working on Google UK:
- how much UK data is there inside Moz?
- how many links can its crawler actually see?
- what does it cost today, in pounds, with the new AI features?
We see it on the projects we look after. For Macropix, an Italian LED screen manufacturer, the keyword "monitor pubblicitario" (advertising monitor) went from position 88 to position 2, and we told that story in our case study on SEO for manufacturing. To measure a jump like that you need a tool that tracks the target market's results well, and an American suite doesn't have the same depth of data in every country.
In this guide you'll find:
- what Moz sells today, product by product, with prices in pounds;
- how to use Moz Pro, in the order that's actually useful;
- our test on the robots.txt files of 57 Italian sites: how many block Moz's crawler;
- what you'll find about Moz on Google UK, and what's out of date.
Let's start.
What Moz is today (six products, nearly all priced in dollars)
Moz isn't a single tool: under the same brand there's an SEO suite, a platform for business listings, a rank tracker for large volumes, a data API and a set of free tools. Plenty of people know the history (founded by Rand Fishkin and Gillian Muessig, according to Wikipedia, and bought in 2021 by iContact, a J2 Global company, as Search Engine Land reported). Far fewer know the current price list.
| Product | What it's for | Entry price | In pounds | Note for the UK |
|---|---|---|---|---|
| Moz Pro | Keywords, links, audits, rankings, AI visibility | $49 a month (Starter, one site) | £37.05 | The full suite starts at $99 (Standard) |
| Moz Local | Business listings on directories | $16 a month billed annually | £12.10 | Available in the US, Canada and the UK only |
| STAT | Daily rank tracking | $360 a month | £272.19 | For large keyword volumes |
| Moz API | Link and DA data in your own tools | $20 a month (3,000 rows) | £15.12 | Limited free access |
| Free tools | Domain Authority, Link Explorer, Keyword Explorer | £0 | £0 | Link Explorer: 10 queries a month with a free account |
| MozBar | Metrics in the browser | £0 (Premium in Pro plans) | £0 | Browser extension |
For a UK business, the row that matters most is the second. The Moz Local pricing page says it supports listings management in three countries: the US, the UK and Canada. For a café in Leeds or a dental practice in Bristol, Moz Local is an option; for the same business in Italy or Spain, it isn't. The Lite plan is $20 a month, or $199 a year (about £150), per location. What else works for listings is in our guide to local SEO, and for a single location Google Business Profile is enough.
Are the free tools enough to get started?
To get a feel for it, yes. Link Explorer gives you 10 queries a month with a free account: Domain Authority, Page Authority, Spam Score, linking domains and anchor text. For ongoing work, no: ten queries are gone in one afternoon of competitor analysis.
How to use Moz Pro (five tools, in this order)
You use Moz Pro by starting a "campaign", meaning a site to track, and from there five tools open up. The order we recommend is the one in which the data becomes useful, not the order of the menu.
1. Keyword Explorer: what people search for
Keyword Explorer covers 170 Google search engines, according to Moz. For each keyword it shows monthly volume, difficulty, organic CTR, the minimum Domain Authority of the sites on page one and search intent, generated by Moz AI.
This is where the UK has an edge, and Moz says so itself in its help centre: volume as a single number is only available for the US, Canada, Australia and the UK. Everywhere else you see a range. On a keyword with 20 searches a month, typical of B2B niches, a range is often too wide to decide on. The same page warns that Ranking Keywords data outside the US is more limited, and that UK data was added to that corpus only recently.
So are Moz's volumes outside those four markets useless?
No, they help you rank keywords against each other. For a precise number it's worth cross-checking them with Search Console or a database that states its coverage of that country: we compare databases in our roundup of keyword research tools.
2. Link Explorer: who links to you
This is the module Moz is famous for. It shows inbound links, linking domains, anchor text, new and lost links, and Spam Score, Moz's estimate of a domain's spam risk. According to Moz's guide to its crawler, a newly discovered link can enter the index in about 3 days.
On the size of the index, the figures don't agree: Moz's own site menu talks of "over 44 trillion links", while TechRadar's review, updated in February 2026, quotes 40, 44 and 45.5 trillion in different sections. We take it as an order of magnitude. How to read these numbers without being misled is covered in our test on how to check backlinks.
3. Site Crawl: what's wrong with the site
The technical audit is done by rogerbot, Moz's second crawler, which crawls sites with an active campaign every week. Standard covers 400,000 pages a month, Large 5 million. If your robots.txt has a blanket block on unknown bots, the report stays empty: it's the first thing to check when Moz "can't see" the site, and how to write that file properly is in our guide to robots.txt.
4. Rank Tracker: where you are on Google
Moz Pro updates rankings once a week; daily tracking is in STAT, which starts at $360 a month. For a company website with 100 keywords, weekly is enough. For an online shop that changes prices and categories every day, less so. How many keywords to track, and how to read them, is in our guide to keyword rankings.
5. AI Visibility: whether AI talks about you
This is the newest part of the price list. Moz Pro records how a brand appears in answers from ChatGPT, Gemini, Google AI Mode and Perplexity, on a list of prompts you choose: 150 on Standard, 300 on Medium, 600 on Large, updated weekly. On the pages we checked, Moz doesn't say from which country the answers are collected: before paying for this, run ten prompts about UK services during the trial and see whether the answers look British. We compare the tools built only for this job in our guide to AI visibility tools.
The test: how many Italian sites block Moz's crawler (9 out of 57)
Moz only sees a link if its crawler, DotBot, has indexed the page that contains it. Moz says so itself: if the referring page isn't in the index, the link won't show. So a site that blocks DotBot in its robots.txt is a site whose links don't exist as far as Moz is concerned.
On 10 October 2026 we read the robots.txt files of 57 high-traffic Italian sites, Italy being our home market: newspapers, online shops, portals and service sites. We counted the ones that close the whole site to the crawlers of the main SEO tools. We haven't repeated the test on UK sites, so the figures below describe the Italian web.
| Crawler | Whose it is | Sites blocking it (out of 57) | Which ones |
|---|---|---|---|
| DotBot | Moz (link index) | 9 | Repubblica, La Stampa, Unieuro, Virgilio, PagineGialle, Skuola.net, Tom's Hardware, Everyeye, idealo |
| MJ12bot | Majestic | 8 | Repubblica, La Stampa, Unieuro, Italian Wikipedia, Tom's Hardware, Everyeye, iLMeteo, idealo |
| AhrefsBot | Ahrefs | 5 | Repubblica, La Stampa, Virgilio, Skuola.net, Everyeye |
| SemrushBot | Semrush | 5 | Repubblica, La Stampa, Amazon.it, Tom's Hardware, Everyeye |
| GPTBot | OpenAI | 20 | Among others Corriere, Il Sole 24 Ore, Gazzetta, ANSA, Il Post |
Three things stand out.
DotBot is the most blocked SEO crawler in the sample: 9 sites, against 5 for AhrefsBot and SemrushBot. Unieuro, an Italian electronics retailer, even explains why in a comment in the file: it blocks it "as it cannot parse base urls properly".
Four sites block Moz but let Ahrefs through: Unieuro, PagineGialle, Tom's Hardware and idealo. A link from one of these shows up in Ahrefs, not in Moz.
Two national newspapers shut the door on everyone: Repubblica and La Stampa block all five crawlers. None of the tools sees links there, and a link from those papers doesn't count towards the Domain Authority of the site receiving it.
So what does that mean for link building?
That Domain Authority can underestimate links from news sites and large portals, because in our sample the sites blocking DotBot include two national newspapers and big portals such as Virgilio and PagineGialle. If you pay for an article on a site that blocks DotBot, that link will never appear in Moz's report. Whatever the country, the check takes a minute: open the robots.txt of the site you're buying from and look for DotBot.
The tool doesn't see all your links. We do.
You've just seen that 9 large Italian sites out of 57 are invisible to Moz. If you pay for articles and links looking only at DA, you risk misjudging the strongest ones: we cross-check data from several tools with Search Console and tell you which links actually bring visits and rankings.
Book a strategy consultationWhat Moz Pro costs in 2026 (and what has changed this year)
Moz Pro costs from $49 to $299 a month, with a 20% discount if you pay annually. The $49 Starter plan is designed, Moz says, for individuals managing a single website; the full suite starts at Standard. Moz sets its prices in US dollars only.
| Plan | Monthly | Billed annually (per month) | In pounds, annual | Users | Tracked keywords | AI prompts |
|---|---|---|---|---|---|---|
| Starter | $49 | not stated | £37.05 (monthly) | 1 | not stated | not stated |
| Standard | $99 | $79 | £59.73 | 1 | 300 | 150 |
| Medium | $179 | $143 | £108.12 | 2 | 1,500 | 300 |
| Large | $299 | $239 | £180.70 | 3 | 3,000 | 600 |
The limit that bites hardest on Standard isn't tracked keywords, it's the 150 keyword queries a month, against 5,000 on Medium (figures from the reading of the price list published by Launchranked on 8 October 2026; Moz's page shows them only in an interactive table). For a consultant who does keyword research every week, Standard runs out quickly.
The AI part, on the other hand, has changed fast. The AI Overview at the top of the UK results for "moz seo" draws its prices from the Search Atlas review, last updated in January 2026, which doesn't mention AI prompt tracking at all. Today the official page gives Standard 150 prompts and 3 dashboards. If you're reading a comparison from early 2026, its AI figures are already out of date.
We don't repeat the cost per keyword and per user against Ahrefs and Semrush here: it's in our comparisons Ahrefs vs Moz and Semrush vs Moz.
What you'll find about Moz on Google UK (and why most of it is out of date)
Most independent pages about Moz are reviews written once and rarely updated. These are the ten independent results Google UK shows today in its first four pages, read line by line (Moz's own pages, videos and forums excluded).
| Page | Published or updated | Price given | Free trial given | What doesn't add up today |
|---|---|---|---|---|
| SEO.com | updated February 2025 | $99 to $599 | not stated | Premium plan at $599 no longer exists |
| Simplilearn | 2022, updated July 2025 | none | 30 days | presents Open Site Explorer, retired in 2018, as current |
| Search Atlas | July 2025, updated January 2026 | $49 to $299 | 30 days | trial now given as 7 days; no AI prompts |
| Delante | undated | none | not stated | link index of "35.5 trillion", undated |
| Backlinko | 2019, updated February 2026 | $99 to $999 | 30 days | Premium at $999 no longer exists; screenshots from 2019 |
| GeeksforGeeks | March 2025, updated April 2025 | $49 to $299 | 30 days | trial now given as 7 days |
| Brafton | September 2024, modified March 2025 | $49 to just under $300 | 30 days | trial now given as 7 days |
| TechRadar | 2022, updated February 2026 | $49 to $299 | none (30-day money-back guarantee) | gives Starter at $39 billed annually, a price Moz's page doesn't show |
| guestpost.uk | April 2026 | none | not stated | lists a Premium plan that no longer exists |
| Lean Marketing | November 2025 | none | 30 days | calls it SEOmoz and presents Open Site Explorer as current |
Two facts you can check. Moz announced Link Explorer and the retirement of Open Site Explorer on 30 April 2018, in a post by Sarah Bird on the Moz blog. And the 7-day trial is on Moz's product comparison page ("Try free for 7 days"), while on the price list the trial button appears on the Medium plan.
None of the ten pages says that Moz Local only works in the US, the UK and Canada, or that the UK is one of only four markets with single-number volumes. Those are the two facts that tell a UK business Moz is built for its market, more than for most of Europe.
Domain Authority: the reason people in the UK search for Moz
In the UK, Moz is searched for more as a metric than as a suite. "moz da checker" gets 880 searches a month and "moz domain authority" 390, against 170 for "moz pro" and 110 for "moz keyword explorer" (Google Ads via DataForSEO, average of the last 12 months, extracted on 10 October 2026). Domain Authority is the 0 to 100 score Moz uses to estimate a domain's strength from the links it receives, and it isn't a Google metric.
Our Italian test adds one more reason to read it with care: if 9 of the 57 Italian sites we checked don't let DotBot in, the DA of a site that gets links from those sources starts out with links missing. We haven't measured how large the gap is on UK sites. How DA is calculated and how much it matters is explained in our guide to Domain Authority.
Who Moz makes sense for in the UK (and who it doesn't)
Moz Pro makes sense for three profiles:
- anyone buying or selling links and sponsored articles, because DA is still the number prices are set on;
- anyone looking after a few sites who wants to learn, with two Moz Academy courses included in the subscription (How to Use Moz Pro and 30 Days of SEO);
- anyone working on the UK, US, Canadian or Australian markets, where volumes come as a single number.
It doesn't make sense for businesses that manage listings outside the US, the UK and Canada (Moz Local isn't available there), for anyone who needs heavy keyword research on Standard's 150 queries a month, or for anyone who needs rankings updated daily without paying for STAT. For those cases we've lined up the Moz alternatives, product by product.
And if the budget is zero?
Then start from Search Console and the free tools, Moz's included, which we've collected in our guide to free SEO tools.
Frequently asked questions
It depends: some tools are, the suite isn't. With a free account Link Explorer gives you 10 queries a month with Domain Authority, Spam Score and linking domains, and MozBar installs for free. Moz Pro starts at $49 a month (Starter, one site) and the full suite at $99, before VAT.
It depends on the plan: Moz prices only in US dollars, and at the Bank of England rate for 8 October 2026 Starter is about £37 a month, Standard £74.85, Medium £135.34 and Large £226.07, before VAT. Paid annually, Standard drops to $79 a month, about £59.73.
Yes, better than for most countries. Keyword Explorer shows volumes as a single number only for the US, Canada, Australia and the UK; elsewhere you see a range. Moz Local supports listings in the US, the UK and Canada only. Moz itself says its Ranking Keywords data outside the US is more limited.
Yes. Moz Local's pricing page says it supports listings management for US, UK and Canadian businesses, with the same plans and prices in each country and directories that depend on the business's location. The Lite plan costs $20 a month or $199 a year per location.
It depends when you read about it: many reviews still say 30 days, while Moz's product comparison page on 10 October 2026 says 7 days, and on the price list the trial appears on the Medium plan. It's worth checking on Moz's site before you sign up.
It often depends on the site linking to you: Moz only sees a link if its crawler DotBot has indexed the page containing it. In our test on 57 Italian sites, 9 block DotBot in robots.txt, including the newspapers Repubblica and La Stampa: links from those sites don't appear in Moz. Check the robots.txt of the linking site for DotBot.
Where to start (the limits first, then the price list)
To sum up:
Moz Pro starts at $49, the full suite at $99 (£74.85 a month);
the UK gets single-number volumes and Moz Local, unlike most of Europe;
in our Italian sample, 9 sites out of 57 block DotBot, against 5 for AhrefsBot;
most of the independent pages about Moz on Google UK quote a trial or a price list that's out of date.
There's one last figure from the test that the industry rarely looks at. In the same sample OpenAI's GPTBot is blocked by 20 sites, more than twice as many as DotBot, and in 11 cases out of 20 by news publishers. SEO tools measure the links their crawlers can see; AI models cite the sources their crawlers can read. They're two different maps of the same web, and anyone choosing a tool by looking only at the first risks missing the second.
If you'd like us to read both for you, that's the work of our SEO service.
Until next time!
